UEFA breaks new marketing ground with Schwarz Group strategic corporate partnership

March 17 – UEFA has struck a landmark deal with Europe’s leading retailer the Schwarz Group which becomes the confederation’s first strategic Corporate Partner.

Described as a long-term agreement, the partnership breaks away from the traditional football sponsorship model of cash for brand exposure around major competitions. Instead focus will be on partnership and ‘strengthening European football through innovation, sustainability and social responsibility’.

Schwarz Group’s Lidl...